Why Marketers Should Incorporate Emerging Technology in Direct Mail
Technology can be a great way to engage your customers and prospects with your direct mail pieces, connecting offline to online marketing efforts. I previously shared the USPS's 2020 Tactile, Sensory, and Mail promotion, and today want to highlight another promotion that can save marketers using direct mail some money, as well as encourage them to embrace new tech.
The 2020 Emerging and Advanced Technology promotion from the USPS runs March 1 through Aug. 31 this year, and encourages mailers to incorporate technologies such as “enhanced” augmented reality, virtual reality, mixed reality, Near Field Communication (NFC), video in print (ViP) featuring shoppable video, integration with voice assistants, and digital into direct mail campaigns. You can create really fun and unique experiences while getting a 2% postage discount for eligible pieces.
For this promotion, you can use presorted first class, standard and nonprofit letters or flats, but please not that you cannot use it for periodicals, bound printed matter, or Media Mail. You must meet automation requirements for letter or flat size pieces.
Since there are quite a number of emerging technologies available for this promotion, let's take a look at them:
- Mixed Reality: This combines both augmented and virtual experiences through a combined immersive technology that can include sight, sound, and touch.
- Virtual Reality (VR): VR is commonly defined as a computer technology that creates replicas of an environment, real or simulated, that includes a user’s physical presence to allow for user interaction. Virtual realities artificially create sensory experiences, which can include sight, touch and hearing.
- Digital to Direct Mail: This is also known as automated or re-targeted direct mail. It encourages mailers to produce mail pieces that create a greater connection and elicit a higher response from consumers by using dynamically printed, personalized messaging that is automatically triggered based on a digital interaction. Unlike other options in this one starts with digital behavior such as a form filled out on your website that then creates customized mail pieces that get sent to them.
- Near Field Communication (NFC): NFC technology generally consists of embedding a small chip into a mail piece that can be recognized by a NFC enabled device such as smartphones or tablets. The interaction is initiated by touching the mobile device on the NFC embedded item or by placing the device within close proximity to it. No app or download is needed to launch this technology so it is seamless for your prospects and customers.
- “Enhanced” Augmented Reality (AR): “Enhanced” AR provides robust features that allow consumers to engage in experiences using the technology. “Enhanced” AR also includes video animation and 3D interactive graphics playing in front of or over physical objects so they appear to be interacting with the physical object. The “enhanced” experience can also use gamification or mobile game play. Think of the popular Pokémon Go game, this can be really fun for people to play around with.
- Video in Print (ViP): ViP is video advertising that integrated into a printed mail piece. ViP can be integrated into a printed piece in several ways including, but not limited to Integrated video screen within a printed, mail piece, Integrated Video/Picture utilizing translucent paper, Personalized Interactive Video, or Shoppable Video. These are pretty cool, but they can be very expensive so make sure if you use this you are selling high end items that make it worth the investment.
- Integration With Voice Assistants: Direct mail can be an effective way to educate recipients about the benefits of voice branding and how to interact with voice assistants such as Siri, Cortana, Alexa, Google Home and Nest. This should allow for the purchase of a particular product, provides a business related “tip of the day,” etc. with the assistant.
Each of these technologies gives you a different way to draw your prospects and customers into interactive experiences that not only have a wow factor, but work to generate more business for you and increase your response rates. Of course, be sure to refer to the USPS program document once you've thought about what you're interested in experimenting with, especially to review the specific requirements of each technology. Are you ready to get started?
A blog about Direct Mail Marketing, tips, tricks and what not to do.Summer Gould is President of Eye/Comm Inc. Summer has spent her 27 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as a board member for Mailing Systems Management Association of San Diego. You can find her at Eye/Comm Inc’s website: eyecomm.org, email: email@example.com, on LinkedIn, or on Twitter @sumgould.